Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...

Decision-makers show an increased risk appetite when they gamble with previously won money, the house money effect, and when they have a chance to make up for a prior loss, the break even effect. To explore the origins of these effects, we use functional magnetic resonance imaging to record the...

To choose optimally, people must consider both the potential value and the probability of a desired outcome. This idea is reflected in the expected value theory, which considers both the potential value of different courses of action and the probability that each action will lead to a desired...

In this paper, a novel application of the event-related potential (ERP) method is proposed. The authors applied an N400 evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a marker of semantic incongruence of a word to a...

Humans often adjust their opinions to the perceived opinions of others. Neural responses to a perceived match or mismatch between individual and group opinions have been investigated previously, but some findings are inconsistent. In this study, we used magnetoencephalographic source imaging to...

Cognitive dissonance theory suggests that our preferences are modulated by the mere act of choosing. According to the cognitive dissonance theory, a choice between two similarly valued alternatives creates a psychological tension (cognitive dissonance) that is reduced by a post-decisional...